A green label, a leaf symbol, the word “natural”, a recycled-plastic bottle or one fashionable ingredient does not tell you how well a product cleans or what its overall environmental impact really is. Sometimes this is useful information. Sometimes it is simply one attractive detail highlighted from the whole product.
Today, cleaning products are sold with more than just a formulation. They are often sold with a story as well: “chemical-free”, “plant-based”, “with baking soda”, “with probiotics”, “biodegradable”, “water-based” or “bottle made from recycled plastic”.
Some of these claims may be completely accurate. The problem begins when one true fact starts telling a much bigger story than it can actually support.
The aim of this article is not to declare vinegar, baking soda, plant-derived ingredients or probiotics either good or bad. It is much more useful to understand what they can realistically do and what is actually worth paying for.
A good cleaner should first do the job it was designed to do. Packaging, ingredient origin, additional technologies and environmental improvements also matter, but they do not replace the product’s main purpose.
What is greenwashing?
Greenwashing is misleading environmental marketing that makes the environmental benefit of a product or company appear greater than can be supported by specific facts.
It does not always require a direct falsehood. Sometimes it is enough to state one completely true fact and allow the consumer to draw a much broader conclusion.
For example:
A specific fact
“This bottle contains 30% recycled plastic.”
A much broader promise
“An eco-friendly cleaner.”
The first sentence gives us a specific fact about the bottle. The second may create an impression about the formulation, manufacturing, transport, use, wastewater and the entire product life cycle.
That is a much broader claim.
European Commission information illustrates the scale of the issue: more than half of assessed environmental claims were vague, misleading or unfounded, while 40% lacked sufficient supporting evidence.
Why does one good fact not describe the whole product?
A product can be assessed at several different levels.
| What are we assessing? | What can it tell us? | What do we still not know? |
|---|---|---|
| Packaging | The amount of plastic, recycled content, recyclability or whether a refill option is available. | How well the formulation works and how much is needed for one cleaning task. |
| Formulation | Ingredients, their purpose, concentration, performance and other product properties. | How the packaging was manufactured and transported, or how the product will actually be used. |
| Use | How much product, water, energy and time are needed to achieve the result. | The full story of raw materials and manufacturing. |
| The full life cycle | A much broader picture of environmental impact from raw materials through use and waste. | A proper assessment requires real data and an appropriate methodology. |
A good packaging decision is still a good packaging decision. It should not be dismissed, but it should not be turned into an environmental certificate for the entire product either.
What do “eco”, “green” and “environmentally friendly” mean?
Without further explanation, very little.
These words cover so many different issues that it can be difficult for a consumer to understand exactly what the manufacturer is claiming.
It is much more informative to say:
- that the bottle contains a specific percentage of recycled plastic;
- that the amount of a particular ingredient has been reduced;
- that the product is concentrated and what the actual dose is;
- that a refill pack is available;
- that the product carries a specific independent environmental certification;
- that a particular claim is supported by a stated test or method.
The more specific the claim, the easier it is for a person to understand what they are actually getting.
What changes from 27 September 2026?
European Union Directive (EU) 2024/825 strengthens consumer protection against misleading environmental claims.
Member States must apply its provisions from 27 September 2026.
One of the main changes is that generic environmental claims cannot be used as if they were, by themselves, proof of an environmental advantage for a product.
Sustainability labels are also subject to stricter rules. A leaf symbol or an “eco” badge created by a manufacturer is not the same thing as a certification scheme or a label established by a public authority.
| Broad claim | More informative claim |
|---|---|
| “Eco packaging” | “This bottle contains 30% recycled plastic.” |
| “Environmentally friendly” | State the specific characteristic and how it is supported. |
| “Lower CO₂” | State what it is compared with, over what period and using which method. |
The new rules do not mean that businesses can no longer talk about environmental improvements. Quite the opposite. They simply make it more important to state a specific fact instead of relying on one broad word.
How is a genuine ecolabel different from a green leaf?
A green leaf on packaging may simply be part of the graphic design. From the symbol alone, we cannot know who assessed the product or which criteria were used.
A certification scheme is different. It has defined criteria, an assessment process and a way to verify whether a particular product meets those criteria.
For example, the EU Ecolabel criteria for cleaning products are not limited to the colour of the bottle or one ingredient. A broader range of product characteristics is assessed, including formulation, packaging, dosing and performance.
Certification mark
There are public criteria, a defined system and a way to verify who authorised the product to use the mark.
Green design symbol
It may be attractive and completely legitimate, but by itself it does not prove any independent environmental assessment.
Does “natural” mean better?
Not automatically.
“Natural” primarily tells us something about the origin of a material. It does not tell us how well that material cleans, what concentration is used, how it interacts with the surface or what impact the complete finished formulation has.
In the same way, the word “synthetic” is not automatically negative.
Citric acid can be an excellent part of a descaling formulation. A plant-derived surfactant can be a useful ingredient. A compound produced in a laboratory can also have a very clear and useful purpose.
A much more useful question than “natural or synthetic?” is “what does this ingredient do in the formulation, and is the product suitable for my task?”
Why does “chemical-free” tell us very little?
Because practically everything around us is made of chemical substances. Water is a chemical substance. Baking soda is a chemical substance. Acetic acid is a chemical substance. Citric acid is one too.
When advertising says “chemical-free”, it usually means something more specific:
- chlorine-free;
- colourant-free;
- fragrance-free;
- free from a particular group of ingredients;
- free from a specific solvent or other substance.
It is better to state that specific fact. Then the customer knows exactly what the claim refers to.
What does “biodegradable” mean?
In simple terms, biodegradability means that microorganisms can break a substance down into simpler compounds under particular conditions.
But those two words alone are not enough if we want to understand the complete claim. It is important to know:
- whether the claim refers to one ingredient or the whole formulation;
- which test method was used;
- under what conditions the test was carried out;
- how long it took to achieve the stated result.
EU rules for detergents include biodegradability requirements for certain surfactants. However, this should not automatically be taken to mean that every complete product is “100% biodegradable” under all conditions.
“Biodegradable” is useful information when it is clear what is actually being biodegraded and what evidence supports the claim.
What can baking soda actually do?
First, it helps to be clear about which “soda” we mean. In everyday language, several different substances are sometimes referred to using the same general word.
| Common name | Substance | Practical meaning |
|---|---|---|
| Baking soda | Sodium bicarbonate, NaHCO₃ | Mildly alkaline, can act as a gentle abrasive and may be useful for some simple household cleaning tasks. |
| Washing soda | Sodium carbonate, Na₂CO₃ | Considerably more alkaline and used for different cleaning tasks. |
| Caustic soda | Sodium hydroxide, NaOH | A very strong alkali. It is a completely different substance, not simply “stronger baking soda”. |
Baking soda in household cleaning
Baking soda can be useful because it is mildly alkaline and its fine crystals can help mechanically loosen some types of dirt.
It can be useful for small, simple cleaning jobs, but it is not a universal cleaner. Heavy limescale, strongly burnt-on grease or a specialist surface may require a completely different type of chemistry.
Baking soda is neither a miracle nor nonsense. It is simply one chemical substance with specific properties and specific limitations.
When can vinegar be useful?
Household vinegar is a solution of acetic acid in water. Because it is acidic, it can react with some carbonate mineral deposits.
This means that vinegar may sometimes help with light limescale marks on a suitable acid-resistant surface.
But vinegar is not a universal cleaner. For example, an acidic environment is not necessarily what is needed for grease removal. Acid-sensitive mineral surfaces such as marble and limestone are also unsuitable for cleaning with vinegar.
Vinegar can be suitable for one job and completely unsuitable for another. Just like any other cleaner.
There is no need to turn this into a frightening chemistry story. Simply know what the surface is made from before using an acid on it.
What happens when baking soda and vinegar are mixed?
This familiar home experiment looks impressive: pour vinegar onto baking soda and the mixture starts foaming rapidly.
But the foam is not “cleaning power”. Acetic acid reacts with sodium bicarbonate, and one of the reaction products is carbon dioxide gas. That gas creates the visible bubbling.
During the reaction, the acid and alkali partly neutralise one another. This means that the mixture is not necessarily more effective than the right product used separately for the right task.
The bubbling itself can create some mechanical movement and may help loosen light dirt, so saying that the mixture “does nothing” would also be too simplistic. The important point is not to confuse visible foam with chemical cleaning power.
Do not mix different household cleaning products unless the manufacturer clearly states that they may be used together. Read more: Safe Use of Cleaning Products .
What does “probiotic cleaner” mean?
Probiotic cleaning systems use certain microorganisms, their spores, enzymes or combinations of these. The idea differs from conventional fast chemical cleaning.
Such systems may be designed so that microorganisms or enzymes help break down certain organic residues or influence the microbiota of a surface.
This is a genuine field of research, not simply an advertising term. However, the result depends on which microorganisms or enzymes are used, in what product, under what conditions and for what purpose.
Where can it make sense?
In systems intended for organic residues, sources of odour or long-term care of certain surfaces.
What does the word itself not prove?
That the product removes limescale better, dissolves burnt-on grease faster or is automatically a disinfectant.
If my problem is heavy limescale on shower glass, I would first look for a formulation designed for limescale and suitable for that surface. If the problem is burnt-on grease, I would choose a cleaner designed for grease.
Probiotic technology can have its place, but there is no reason to assign it jobs it was not designed to do.
Are concentrates and refill packs always better?
They can often be a very sensible solution.
A concentrate can reduce the amount of water transported and the amount of packaging used per application. A refill pack may use less material than purchasing a new rigid bottle every time.
But the same principle applies again: real use matters.
- Is the concentrate dosed correctly?
- Does the user pour in twice as much “just in case”?
- Is the original bottle actually reused?
- Will the refill packaging be disposed of properly?
- Does the product itself perform its intended job well?
A good idea on paper becomes a good environmental solution only when it also works properly in real life.
Why does cleaning performance matter too?
One very simple detail is often forgotten.
If the same area has to be cleaned three times with one product, we do not only use more cleaner. We may also use more water, more energy, more cloths and more of our own time.
Product performance and responsible use are therefore not opposite ideas.
A formulation chosen specifically for the task and used at the correct dose may be a more rational choice than a weak universal product that needs to be used repeatedly.
It is no coincidence that cleaning performance is also considered in the EU Ecolabel criteria for cleaning products.
How to choose based on real value, not advertising
I would start with a few very simple questions.
-
What do I need to remove?
Limescale, grease, everyday dirt, a textile stain or something else? -
From what surface?
Glass, stone, metal, plastic, textile or a painted surface? -
What exactly does the product promise?
A specific result or simply an attractive general word? -
If it says “eco”, what exactly does that refer to?
The packaging, the formulation, one ingredient or a certified characteristic of the whole product? -
What is the real dose?
A large bottle is not necessarily cheaper, and a concentrate is not necessarily more expensive when compared per use. -
Does the technology have a clear job?
Baking soda, probiotics, nanosilver or a plant-derived ingredient should perform a specific function, not simply look good on the label. -
Does the product work?
In the end, the job of a cleaner is still to clean.
My rule is simple: first I buy a solution to my actual problem. Only then do I look at how that solution is made, packaged and how else it may be improved.
The NANO GO approach: fewer vague promises, clearer purpose
We do not believe that baking soda, vinegar, plant-derived ingredients, probiotics or other popular technologies are automatically good or bad.
What matters much more is whether their function in the specific product is clear and justified.
A NANO GO product should first explain:
- what type of dirt it is designed to remove;
- which surfaces it is intended for;
- how it should be used;
- which important limitations apply;
- what the highlighted ingredient or technology actually does in the formulation.
The NANO GO principle: fewer broad promises, more explanation of the actual job.
The same logic applies to nanosilver and nano coatings: technology should be judged by the function it performs in the finished product, not simply by its name.
Read more: Nanosilver in Cleaning Products and Nano Coatings .
Frequently asked questions
What is greenwashing?
It is communication that creates a stronger impression of environmental benefit than can be supported by specific, verifiable information.
Does a bottle made from recycled plastic mean the cleaner is eco-friendly?
No. It can be a positive packaging feature, but it does not by itself describe the formulation, use or full life cycle of the product.
Is a green leaf on the label an environmental certification?
Not necessarily. It may simply be a design element. A certification mark should have a defined system and public criteria.
Is a natural cleaner always better?
No. Product properties depend on the actual formulation, ingredient concentrations, intended use and method of use, not simply on ingredient origin.
Is baking soda good for removing grease?
Baking soda may help with light greasy contamination and can act as a mild abrasive, but it is not a substitute for a formulation specifically designed for heavy degreasing.
Is washing soda the same as baking soda?
No. Baking soda is sodium bicarbonate, while washing soda is sodium carbonate. They are different substances with different properties.
Why do baking soda and vinegar foam?
Acetic acid reacts with sodium bicarbonate and produces carbon dioxide gas. This gas creates the visible bubbling.
Do baking soda and vinegar always clean better together?
No. The acid and alkali partly neutralise one another during the reaction. The mixture may be useful for some simple tasks, but it is not a universal limescale or grease cleaner.
Can vinegar be used for limescale?
Acetic acid can help dissolve some carbonate limescale deposits, but vinegar is not suitable for acid-sensitive surfaces such as marble or limestone.
Are probiotic cleaners just marketing?
Not automatically. Probiotic cleaning systems are a genuine field of research. However, the word “probiotic” alone does not prove the effectiveness of a specific product for every cleaning task.
Do probiotic cleaners remove limescale better?
The word “probiotic” does not prove that. Limescale requires a formulation suitable for mineral deposits and the specific surface.
Does “biodegradable” mean the product can be poured away anywhere?
No. Biodegradability describes how a substance behaves under particular conditions. Dispose of product residues according to the label and local waste-management rules.
Is a more expensive “eco” cleaner always better?
No. Compare intended use, actual dose, performance, certification, packaging and cost per use rather than relying only on the words on the front label.
Official and scientific sources
- European Commission – environmental claims and greenwashing
- EUR-Lex – Directive (EU) 2024/825
- European Commission – EU Ecolabel criteria for cleaning products
- European Commission – about the EU Ecolabel
- NIH PubChem – sodium bicarbonate
- NIH PubChem – sodium carbonate
- NIH PubChem – sodium hydroxide
- NIH PubChem – acetic acid
- American Chemical Society – reaction between baking soda and vinegar
- Stone et al., 2020 – study of probiotic cleaning and surface microbiomes
- Neidhöfer et al., 2023 – potential of probiotic bacteria for biofilm control
This article discusses general principles of chemistry, consumer information and environmental claims. Always assess the properties of a specific product according to its intended use, label, ingredients, documentation and actual method of use.
Choose by the result, not by the fashionable word
NANO GO products are designed for specific cleaning tasks and surfaces. Start with what the product needs to do, how it should be used and whether it is suitable for your surface.
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